Advertise with

Eventing and digital marketing work hand in hand for promotion, consumer engagement and campaign longevity
Eventing and digital marketing work hand in hand for promotion, consumer engagement and campaign longevity

The war of the platforms


Business Live - Feb 16th, 21:23

The argument around which marketing platform trumps the others, and whether traditional media is being killed by digital is not new, nor is there a simple answer. Traditional platforms –print, for example – have had to face the reality of digital disruption and adapt accordingly, while consumers have become both more elusive and demanding. Against a backdrop of a dismal economy, perhaps the question to ask is not which platform is better, but which platforms – among the many traditional, digital and experiential opportunities out there, best suit the brand, the objective and the budget. 

These days, more often than not, brand decisions are driven by budget. Sometimes an expensive TV commercial may not be the answer for a constrained marketing budget. A smarter solution could be one that targets the right audience through the right channel at the right time. Perhaps the strongest argument in the war of the platforms is a combination of digital media and experiential marketing – eventing in particular – a solution which offers the brand a golden opportunity to create a personal, emotional connection with the audience. It’s a connection that cannot be replicated by looking at a billboard or watching an ad on TV, says Taryn Westoby, head of events at Tiso Blackstar Group.

Westoby says events are created with a complete focus on the experiences and emotions of a highly targeted audience, one that has bought into the idea of the event and chosen to engage with the brand. “Personal connections such as these are harder to forge via a more traditional approach.”

Digital marketing works seamlessly with consumer experience, providing a perfect partner via social media channels to engage with audiences, become part of the current conversation and create hype prior to an event and longevity afterwards. Social media platforms such as Facebook, Twitter and Instagram, adds Westoby, provide consumers with personal recommendations from peer groups or online communities which are far more effective in today’s marketing landscape than advertising. A big benefit is that digital marketing and social media are a very cost-effective way to promote a brand or event.

Then there is the question of measurability – the holy grail of marketing. Digital campaigns and eventing are highly measurable, providing real-time results that can be monitored and modified in line with trends or challenges.

Business Live 

Read more about: trends | media | marketing | digital marketing | cx | campaigns

Related News

P&G and Massmart launch Children's Safe Drinking Water Programme
22/03/2019 - 10:04
The Procter & Gamble Company (P&G) is once again proud to partner with leading retail group, Massmart, to launch its 2019 Children’s Safe Drinking Water (CSDW) campaign, which will continue to raise awareness of the global water crisis and help to provide clean water to those who need it.

SA brands shine at the MMA’s annual Global Business Impact Index announcement
12/03/2019 - 13:40
Unilever, KFC, Mindshare, MediaShop, Gorilla and Digitas Liquorice had an outstanding showing at the Mobile Marketing Association’s (MMA) annual Business Impact Index (BII) announcement in New York last week. These SA brands and agencies performed well in relation to their international counterparts in the Africa, EMEA (Europe, the Middle East and Africa) and global categories, bagging first and second place in many instances.

Jameson Irish Whiskey launches new brand message "Taste, that’s why"
07/03/2019 - 10:59
It’s about taste. It’s that simple. No gimmicks or tricks. No smoke or mirrors. Jameson Irish Whiskey has always been about the exceptional taste of its whiskey.

Iconic South Africans the inspiration for new Johnnie Walker campaign
05/03/2019 - 11:20
Johnnie Walker’s new brand campaign celebrates the success of inspirational South Africans who inspire others to 'keep walking'.

Connect, communicate and reward – loyalty should earn more than points
25/02/2019 - 12:56
An effective loyalty programme will positively influence the relationship between a service provider and the customer through rewards and incentives – but the days of offering points as the frontline reward are long gone, says LoyaltyPlus.